关键词: 产品认知, 象征价值, 社会风险, 金钱崇拜, 道德判断, 仿冒服装

Abstract: In order to study the factors influencing counterfeit clothing purchase intention, this article first explores the relationship among product cognition, consumers' attitudes and willingness to purchase counterfeit clothing, and then takes two other factors-money worship and moral judgment-into consideration to further explore the influence of these two factors in this logical framework based on the theoretical logic of "cognitive-attitudinal-behavioral intention". The results show that the three dimensions of product perception: appearance, experience and function have a positive influence on symbolic value and purchase intention and a negative influence on social risk; the symbolic value in consumers' attitudes positively influences while social risk negatively influences purchase intention; all the three dimensions of product perception can positively influence purchase intention through symbolic value, and negatively influence purchase intention through social risk; money worship positively influences while moral judgment negatively influences purchase intention. Nevertheless, money worship does not play a positive moderating role between the three dimensions of product perception and symbolic value, and moral judgment does not play a positive moderating role between the three dimensions of product perception and social risk. Finally, corresponding countermeasures are suggested based on the research results obtained.

Key words: product cognition, symbolic value, social risk, money worship, moral judgment, counterfeit clothing